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題名:職棒球團新視界:球團績效於經驗品質與球隊認同對忠誠意圖之干擾效果
作者:邱柏岳
作者(外文):CHIU, PO-YUEH
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:張惠真
學位類別:博士
出版日期:2017
主題關鍵詞:球隊認同顧客經驗球團績效再光顧意圖口碑team identificationcustomer experienceteam performancerepatronage intentionword of mouth
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棒球被臺灣人視為國球,而臺灣的職棒運動是國內唯一完全職業化的項目,且又與鄰近的日韓及知名的美國職棒大聯盟相當不同,國內有相當多的研究針對臺灣職棒球團的經營提出許多建議,但仍然發現有球迷所在意的缺口並未在先前研究中被探討。本研究在臺灣職棒運動的研究上提出創新的突破,與先前研究最為不同的部分可分為顧客經驗與球團績效兩個主要缺口。首先針對過去探討職業運動產業中服務品質測量的不足,提出更加完整的顧客經驗,是包含進場前至觀賽後的整段時間,以更加全面的測量來探討,不只是侷限於過去認為與服務提供者接觸的時間而已,根據文獻探討後我們使用EXQ量表進行測量;其次,我們致力於先前研究所忽略的球團績效中的高層績效,過去研究在探討球團的績效上都僅使用場上成績這樣的構面,但球迷對於球團高層的績效同樣具有強烈的感受,場上成績的好壞已不足以說明球迷對於球團的忠誠行為,因此本研究球團績效的構念中分為場上成績與高層績效兩個構面。
本研究蒐集了近兩個職棒賽季中曾有進場觀賽球迷的資料,在521份有效資料中,研究結果能給予臺灣職棒球團在行銷策略規劃上新的思維。研究結果顯示顧客經驗與球團認同顯著正向地影響球迷兩項忠誠行為。而場上成績與董事會績效也顯著的正向調節顧客經驗與球團認同對於再光顧意圖的影響。特別的是,場上成績與高層績效對於球迷的口碑行為則呈現不顯著的結果。因此可以發現比賽的勝負對球迷來說已不是唯一在乎的因子,臺灣職棒各球團必須更多的考量比賽勝負之外球迷所在乎的面向。且行銷策略的發展上必須更加主動的針對非球迷進行重點式的規劃與吸引,根據研究結果顯示,不應該只是期待現有球迷會願意幫助球團進行宣傳。
This study proposes comprehensive customer experience and team performance models in response to a lack of studies regarding service quality and performance in professional sports. Past studies have overlooked the effects of customer experience and customer-perceived board performance on team performance and loyalty behavior. The present study was conducted to provide a reference for the innovative marketing of professional sports teams.
The study results reveal that both customer experience and team identification correlate positively with fan loyalty, and on-field and customer-perceived board performance positively moderated the effects of customer experience and team identification on repatronage intention. However, the moderating effects of on-field and customer-perceived board performance on word of mouth is nonsignificant. Professional sports teams must consider factors that are important to fans apart from winning and losing, and they must develop marketing strategies that attract new customers instead of relying solely on existing customers for team promotion.
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